What Happened to Joe Boxer
Last year, Kmart's exclusive underwear and PJ line rolled out an instant classic commercial featuring a squad of dudes dressed in boxer briefs pounding their bare bellies to Jingle Bells. This holiday, Joe Boxer has a new spot that's a bit more tame but still delivers the eye candy and belly laughs that are essential to any viral video. The star of the spot is an unlikely underwear model named Vaughn Lowery, who is this year's Mentos Kid or Dell Dude or whatever ephemeral American advertising pitchman is now in the spotlight.
In a series of 30-second ads, Lowery, in his skivvies and shaved head, hangs a goofy smile on his face as he dances to up-tempo, Austin Powers-ish lounge music. His goofiness makes him hard to resist. He's quickly become a celebrity of sorts, making appearances on TV shows and landing his own online game.